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SHAPING THE JOURNEY TO SENIOR
MEDICARE MARKET CONSUMER INSIGHTS
PROJECT
OBJECTIVE
Launch senior customer
microtargeting insights and
analytics to support:
• Enrollment increase in
Renown Health’s Medicare
products
• An evolving Senior Loyalty
Program
CAPABILITIES
• Launch a customer micro-
segment database of 65+ year
old prospects for use by both
the Marketing and IT teams for a
customer data warehouse to
enable micro targeting for
Hometown Health & Renown
Health
• Frame customer segment
insights based on data about the
senior sub-segments
• Identify leading practices for
Medicare Managed Care
marketing and senior loyalty
group engagement
KEY SUCCESS
MEASURES
Campaign Touchpoints:
• Hometown Health: Increased
enrollment of 16%
• Senior Affiliation Group: Lead
generation, health system
touchpoint and participation
in Renown offers
Operational Metrics:
• Enrollment and ROI
• Lead Conversion Rates